PRISMA-guided Systematic Review: Dynamic Channel Capabilities for Digital and Sustainable Governance

Authors

  • Kanyarat Sukhawatthanakun Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Thailand https://orcid.org/0000-0002-5061-3468
  • Supannika Supapon Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Thailand https://orcid.org/0000-0002-3524-0667
  • Sakonkrit Sukhawatthanakun Sales and Operations Division, CP Axtra Public Company Limited, Thailand
  • Niwat Phoungnak System Infrastructure and Endpoint Department, G-Able Public Company Limited, Thailand
  • Chatchai Poungsuwan Digital Marketing Department, Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand https://orcid.org/0000-0002-0794-6830

DOI:

https://doi.org/10.34190/ejbrm.24.1.4631

Keywords:

PRISMA 2020, Framework building, Dynamic channel capabilities, Digital transformation, Omni-channel coordination, Sustainability governance

Abstract

This paper develops the Dynamic Channel Capability Framework (DCCF) to explain how marketing channels adapt to digital transformation, omni-channel coordination, and sustainability-oriented governance. Using this domain as a demonstration case, the study shows how PRISMA-guided thematic synthesis can serve as a framework-building method in business research, where the literature is conceptually fragmented, theoretically dispersed, and methodologically uneven. Rather than treating systematic review as descriptive aggregation, the paper demonstrates how a transparent analytical sequence can move from evidence identification to higher-order conceptual integration. Following the PRISMA 2020 guidelines, the review applied a structured protocol covering database selection, search design, inclusion and exclusion criteria, screening, quality assessment, and multi-stage coding of peer-reviewed journal articles published between 2015 and 2025. The analysis proceeded from first-order concept extraction to second-order thematic aggregation and then to meta-level integration, making explicit how analytical decisions supported conceptual development rather than descriptive summarisation. From 1,324 initial records, 30 studies were retained for theory-informed synthesis. The synthesis identifies three recursive mechanisms underpinning adaptive channel systems: sensing-intelligence, orchestration-adaptability, and governance-legitimacy. These mechanisms are integrated into DCCF, which reconceptualises marketing channels as adaptive organisational systems shaped by digital responsiveness, cross-boundary coordination, and institutional alignment. Substantively, the framework brings together insights from digital transformation, omni-channel integration, and sustainability governance within a single analytical structure. Methodologically, the study contributes to business research methods by demonstrating how systematic review design can support transparent framework construction through an explicit sequence that links selection logic, coding structure, thematic comparison, and conceptual abstraction. In doing so, it offers a replicable approach to integrative theory-building across fragmented research domains and clarifies how PRISMA-guided synthesis can be positioned not only as a reporting protocol but also as an analytical strategy for framework development. DCCF also provides an empirically tractable platform for future mixed-method, comparative, and quantitative studies of adaptive and legitimate channel governance.

Author Biographies

Kanyarat Sukhawatthanakun, Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Thailand

Kanyarat Sukhawatthanakun is an Associate Professor of Business Administration at the Faculty of Liberal Arts and Management Sciences, Kasetsart University, Thailand. She holds a Doctor of Business Administration in Industrial Business Administration, an MBA, and a BBA in Marketing. With over seven years of professional experience in industrial logistics systems and more than two decades in academia, her expertise spans logistics management, relationship marketing, and industrial business strategy. Her current research focuses on marketing channel management, green supply-chain practices, organizational ecosystems, and the application of structural equation modeling in business research.

Supannika Supapon , Business Administration Department, Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Thailand

Supannika Supapon is an Assistant Professor of Marketing at the Faculty of Liberal Arts and Management Sciences, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, Thailand. She holds a Doctor of Business Administration in Industrial Business Administration, a Master of Business Administration, and a Bachelor of Business Administration in Marketing. Her academic expertise spans marketing channel management, sustainability governance, and organizational innovation in service and retail industries. Her current research interests focus on consumer behavior, retail management, adaptive marketing systems, and the co-evolution of technology and governance within organizational ecosystems.

Sakonkrit Sukhawatthanakun, Sales and Operations Division, CP Axtra Public Company Limited, Thailand

Sakonkrit Sukhawatthanakun is an Associate Director of Omni-Channel Operations Management at CP Axtra Public Company Limited, Thailand. He has over two decades of experience in strategic supply-chain integration, logistics optimization, and retail channel innovation across multi-format business environments. His managerial expertise includes coordinating digital platforms, data-driven inventory systems, and sustainable operations frameworks that enhance customer experience and organizational efficiency. His professional interests focus on omni-channel ecosystems, adaptive logistics capabilities, and hybrid governance models that link technological transformation with sustainability in modern retail networks.

Niwat Phoungnak, System Infrastructure and Endpoint Department, G-Able Public Company Limited, Thailand

Niwat Phoungnak is a System Services & Support Manager in the System Infrastructure & Endpoint Department at G-Able Public Company Limited, Thailand. His professional expertise lies in enterprise IT infrastructure management, cybersecurity systems, and digital transformation strategies that enhance organizational adaptability. He has led multiple initiatives to integrate advanced endpoint protection, network resilience, and data governance across large-scale organizations. His interests focus on the intersection of digital ecosystems, technological capabilities, and adaptive governance, bridging practice and theory in the evolving field of organizational systems management.

Chatchai Poungsuwan, Digital Marketing Department, Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand

Chatchai Poungsuwan is a Lecturer in the Digital Marketing Department, Faculty of Business Administration, King Mongkut’s University of Technology North Bangkok, Thailand. He holds a Doctor of Business Administration in Industrial Business Administration, a master’s degree in information technology, a master’s degree in management, and a bachelor’s degree in engineering. With over 25 years of professional experience in the information technology and telecommunication industries, his expertise covers strategic management, ICT management, project management, and product development. His current research interests focus on digital transformation, marketing management, and the integration of technology and strategy in organizational ecosystems.

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Published

18 Jun 2026

Issue

Vol. 24 No. 1 (2026)

Section

Articles

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Copyright (c) 2026 Kanyarat Sukhawatthanakun, Supannika Supapon , Sakonkrit Sukhawatthanakun, Niwat Phoungnak, Chatchai Poungsuwan

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